The magazine reported earlier this month that the social network saw Atlas as a means of allowing large advertisers and agencies to connect directly to Facebook and better measure the effectiveness of their campaigns, as well as with an eye toward a potential off-Facebook ad network.

According to Ad Age, Atlas began allowing advertisers to use its analytics tools on Facebook ads last year, and the possibility exists that the two companies will make those tools available to all of the social network’s advertisers once the deal is final.

Readers: How else do you think the potential acquisition of Atlas Solutions from Microsoft could benefit Facebook?